The effect of brand equity on Thai cosmetic purchasing decisions

Q1 Decision Sciences

Uncertain Supply Chain Management Pub Date : 2023-01-01 DOI:10.5267/j.uscm.2023.6.001

Supannika Supapon, Kanyarat Sukhawatthanakun

引用次数: 1

Abstract

The research objective is to investigate the effect of brand equity on Thai cosmetic purchasing decisions. The study involved 500 individuals aged 20-59 who had purchased and used Thai cosmetic products within the past year. A multistage sampling method was employed to select the participants. Data collection was carried out using questionnaires, and both descriptive and multivariate statistical analyses were conducted, explicitly utilizing Second-order Confirmatory Factor Analysis and Structural Equation Modeling. The research results showed four factors influencing the purchasing decisions of Thai brand cosmetic products: Brand Equity, Buying Behavior, Consumer Satisfaction, and Perceived Value. The Second-order Confirmatory Factor Analysis and Structural Equation Model demonstrated that these factors met the assessment criteria when applied to the empirical data. Consequently, if a brand can establish brand equity that surpasses its competitors in the eyes of consumers, it will contribute to long-term profitability and sustained growth.

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品牌资产对泰国化妆品购买决策的影响

本研究的目的是调查品牌资产对泰国化妆品购买决策的影响。该研究涉及500名年龄在20-59岁之间的人，他们在过去一年中购买并使用过泰国化妆品。采用多阶段抽样的方法对研究对象进行选择。采用问卷调查的方式收集数据，进行描述性和多元统计分析，明确采用二阶验证性因子分析和结构方程模型。研究结果显示，影响泰国品牌化妆品购买决策的因素有四个:品牌资产、购买行为、消费者满意度和感知价值。运用二阶验证性因子分析和结构方程模型对实证数据进行分析，结果表明这些因子符合评价标准。因此，如果一个品牌能够在消费者眼中建立超越竞争对手的品牌资产，它将有助于长期盈利和持续增长。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Uncertain Supply Chain Management Decision Sciences-Statistics, Probability and Uncertainty

CiteScore

5.60

自引率

0.00%

发文量

112

期刊介绍： Supply chain management (SCM) plays an essential role in managing the movement of raw materials into an organization, certain issues of the internal processing of materials into finished goods, and the movement of finished products out of the organization for end-consumer delivery. The goal of SCM is to improve trust and collaboration among supply chain partners and to improve inventory visibility. However, many SCM problems deal with uncertain events such as uncertainty in demand, supply, quality, price, etc. This forum is dedicated to all scholars who wish to share their ideas about uncertainty in SCM problems. Uncertain supply chain management is a quarterly publication dedicated to all scientists in all over the world who wish to share their experiences and knowledge in this field. Our policy is to perform a peer review on all submitted articles and publishes original and high quality articles.